Corporate promotion plan

Article 1: Corporate Publicity Plan

One. Foreword

With the development of the county economy, the amount of new-sized SMEs has been increasing. Businesses such as credit evaluation, guarantee and counter guarantee, recovery, liquidation and restructuring, and home ownership guarantees for SMEs came into being. The business opportunities it contains are limitless. This advertising campaign is mainly carried out in four aspects: online, TV media, physical advertising, and newsletter grouping, so as to increase the company's visibility and expand its business.

two. Market analysis

Analysis of business operation

Through the joint efforts of company leaders and employees, our company has achieved good returns. Assets are operating smoothly. But one of the major problems facing the company now is the lack of visibility. To pursue further development, the company must increase the intensity of business development, further promote the brand and enhance the visibility of the company.

product analysis

The company's main products are to provide credit rating, guarantee and counter guarantee, recovery, liquidation and restructuring business, and home ownership guarantee for SMEs. The companies that can provide this business are few in our county, so the competition we face is not strong, and the company's business has a considerable market share. We should pay more attention to the development of the brand. Because when the industry develops into a mature stage, the brand becomes an increasingly important factor in the competitiveness of products and enterprises.

Market analysis

In recent years, the number of SMEs in our county has been increasing, and the start-up corporate capital chain is incomplete. SMEs are prone to shortage of funds at the beginning and in the process of development, so we have large customers. group.

Consumer research

SMEs mainly understand the services provided by the company through the media. For SMEs, the services provided by the company are also necessary at this stage. If there is demand, there will be a market.

3. Advertising strategy
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Obey the company's overall publicity strategy, establish a product image, and at the same time focus on establishing a company image.
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Long-term, launch a consistent advertising campaign at a certain time.
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Extensive, choose a variety of propaganda methods and pay attention to the way to promote publicity.
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Seize the opportunity, flexible

4. Advertising strategy

Web promotion

Advertise on a website with a relatively concentrated set of companies. Information platforms like companies, local information websites, portal websites, etc. In addition, a group of network promoters can be launched and promoted in major forums of corporate concern.

TV media promotion

Advertise in my county TV station. The form is flexible and changeable. 1 Do regular advertisements in prime time, looping. 2 Business leaders participate in the corresponding programs on the TV station to promote corporate culture. 3 Invite the TV station to do the instrument interviews about the company. This will give a deeper understanding of the company's business and corporate culture.

Paper media promotion

1 Publish articles in newspapers and business magazines in my county. 2 Please reporters for special reports

Physical advertising

Entity advertising is divided into two parts. 1 Design brochures and distribute them to SMEs in our county.

The design of the color page must reflect the company's corporate culture and business scope. The design is novel and can be remembered. 2 street advertising space promotion, electronic screen promotion.

Newsletter

Newsletter group. Contact the newsletter mass-sending platform, such as the 163 newsletter mass-sending platform, to send newsletters to the company's responsible persons, and the information content is a brief and concise introduction to the company's service projects.

4. Advertising cost budget



V. Advertising effectiveness forecast

It is possible to make advertising decisions from time to time by questionnaires, symposiums, etc., to correct the advertising plan at any time.


Chapter 2: Corporate Publicity Plan

The Internet is a position for enterprises to carry out image promotion, product display promotion, communication with customers, and information interaction. Establishing their own websites is conducive to enterprises to establish their own online brands, and has a long-term development, corporate culture and corporate brand building for enterprises. Very important, and according to the statistics of authoritative organizations: the number of global Internet users in the 20XX years will exceed 1.5 billion in the period of 500 million to 20XX; China’s 20XX Internet direct access penetration will reach 800 million US dollars; reaching global business in 20XX Half of the Internet will be changing the Internet and changing the way people access information. If they don’t get into the Internet economy, they will be eliminated.

The main contents of the website include: enterprise introduction, project introduction, enterprise employees, corporate style, etc. The corporate website is mainly oriented to corporate image promotion, enterprise introduction, project introduction, etc. As the company's operations continue to deepen and scale continues to expand, the company The demand of the wind station is not only satisfied with the promotion of the corporate image, how to provide more and better services to the prospective customers and customers of the enterprise through the corporate website, how to realize the interaction with the customer information, and how to let the prospective customers pass more. The company website knows faster and more comprehensive project information, which will be the purpose of this website construction.

Chapter 1 Customer Needs Analysis

1.1 Customer Status

Our face-to-face communication can only be fully tailored to the needs of the company, the status in the industry, superior resources, superior products, sales status and some inadequacies. We can tailor and tailor the products for you. This window

1.2 Customer's ideal corporate website

2.1 Enterprise Website Positioning

We will position the website to build: display corporate image, expand online marketing, and focus on website promotion. The detailed meaning of this positioning is:

1. Through the website to achieve the purpose of displaying the corporate image and comprehensive strength in an all-round way, vigorously create influence and make the website become a brand new *** to promote the corporate image;

2. Conduct online marketing in a comprehensive and timely manner through featured columns, and obtain some prospective customer information through customer message board and customer feedback system.

2.2 Website Content Planning

The main content of the website under construction is as follows:

2.2.1, website homepage

The homepage of the website is the portal of the enterprise website. The simple, generous and fast loading speed is the key element of the website homepage. The main contents of the website are:

Company news, store information, latest news, product translation station, corporate mailbox penetration, full-text search tool, online survey, corporate image Flash, friendship connection, website traffic statistics analysis

2.2.2, company profile

The company profile is a column that displays the corporate image in a concentrated manner. The style is consistent, reflecting the style of a large enterprise. It mainly includes the following small columns:

Company profile, business philosophy, development strategy, corporate style

2.2.3, news dynamic release system

The latest dynamic section is mainly used to publish corporate news, company news, news, etc. Through the latest dynamic columns, customers can have a timely understanding of the company's latest developments, product information, human culture, latest information and other information, allowing customers to Online real-time management, publishing news, deleting news, changes, etc., company fast, photo news

2.2.4, product real-time release system and online ordering system

Product type, model classification, detailed content, combined with member system, strong launch of online ordering system, product release real-time update, online investment, cooperation agent

2.2.5, corporate message system

Beautiful, generous, and integrated with the website style without registration, reply to direct communication through each other, can find potential customers for you, and send some messages and comments on some market information.

2.2.6, service information

Through the background release, all the information of this service is presented in the "Service Information" section of the website through keyword search, and the service information can be conveniently viewed at any time through product search.

2.2.7, Talent Center

At present, many companies use the company's website platform to post recruitment information, which not only can make full use of existing resources, but also has more real-time and interactive advantages than the traditional career service center. The recruitment of talents column mainly sets the following contents:

Staff style, online recruitment, self-recommended

2.2.8

The company's address, telephone, fax, website, etc., through careful arrangement, can show the momentum of the big company's style and industry leader.

2.2.9 Website technical standards

The home FLASH animation is strictly controlled within 100K, and the download can be completed in 5-6 seconds. The information provided by the website is accurate, and the typo rate is below 0.5%. The data of the construction database needs to be input into the database in time to ensure that the data can be correctly corrected. Calling; search engine login is completed within three working days after the completion of the website construction, the website server is completely stable, and the anti-hacking system is added to ensure the website virus and hacker attacks, and the webpage can be browsed normally except force majeure; Level email system can send and receive normally, page uploads on time

Chapter III Website Design and Production Schedule

Web design production schedule

Project Description

Website design creativity: The ordinary standard image page is the welcome page of the website, including the website name, corporate logo, image picture, publicity text, column navigation bar and other elements. It is an important page for formulating the overall style of the website and highlighting the corporate image. Flash animation shows beautiful creative portal, static page production support IE4.0 and Netscape4.0 and above browser

LOGO Design: Corporate identity logo for use on the website

BANNER advertising bar: standard Gif type 468 * 60 pixels, 6 frames of gif animation, standard Flash type 468 * 60 pixels, 6 seconds of Flash animation, picture processing 10 yuan / sheet more than 10 sheets for 5 yuan / Zhang, JAVA dynamic effects The regular effect uses GIF animation within 6 frames, according to the design requirements of the customer to make FLASH animation, interactive animation, cartoon animation, FLASH animation additional cost, post office size

Option 2: Corporate Dynamic Website

Price: 8,000 yuan

Implementation time: 30 days

Specific content: adopt website management background, manual page design. Includes home FLASH animation e-commerce system, product website reflects corporate culture

Customers can manage the size of the website space, the size of the post office includes a network promotion service, 3721 network real name

Chapter VI Service and Technical Support

First, technical support

We provide long-term technical support work, so that customers receive complete technical support to protect the customer's website system and application improvement. Responsible for the technical guidance and support work of the user to transmit relevant internal technical materials and documents from time to time. The proposed technical problems are solved. When the system is upgraded or modified, timely technical assistance is provided. When the user makes a corresponding request, the corresponding technical support is provided according to the user's needs to improve efficiency and reduce costs.

Second, after sales service

1. For our customers, service is the first to provide full service from technology to business. We are not only good at building websites, we pay more attention to after-sales service, so as to get more customers 2, for our customers. Providing professional after-sales service, we pay attention to the development of network technology and e-commerce. We regularly invite our customers to discuss the application of the network, so that our customers can master the most cutting-edge technologies and ideas.

3, our professional after-sales service technicians will provide you with daily service work to ensure the normal use of the customer's website.

4. We will provide customers with four free website modifications and adjustments.


Chapter 3: Corporate Publicity Plan

Part 1: Market Analysis

This section should include the full results of the market analysis conducted during the advertising process, in order to provide a persuasive basis for the subsequent advertising strategy.

First, marketing environment analysis

1. Constraints of giants in the marketing environment of enterprises.

The huge economic situation in the region where the target market of the enterprise is located;

Overall economic situation

Overall consumption situation

Industrial development policy

The political and legal background of the market:

Are there favorable or unfavorable political factors that may affect the market for products?

Are there favorable or unfavorable legal factors that may affect product sales and advertising?

Cultural background of the market

Is there any conflict between the product of the company and the cultural background of the target market?

Will consumers in this market reject products because they do not conform to their culture?

2. Microscopic constraints in the marketing environment.

The relationship between the supplier and the enterprise

Relationship between marketing middlemen and companies

3. Market overview.

The size of the market:

Sales in the entire market

The largest sales that the market may hold

Total consumer

Total consumer purchases

Changes in the above elements in the past period

Future market size trends

The composition of the market:

The brand that makes up the main products in this market

Market share occupied by each brand

a brand that is dominant in the market

What is the brand that competes with this brand?

What is the changing trend of future market composition?

Characteristics of the market composition:

Is the market seasonal?

Is there a temporary nature?

Are there any other outstanding features?

4. Summary of marketing environment analysis.

Opportunities and threats

Advantages and disadvantages

Key issue

Second, consumer analysis

1. The overall consumption situation of consumers.

Existing consumer fashion

Characteristics of various consumer consumption products

2. Existing consumer analysis.

The composition of existing consumer groups:

Total number of existing consumers

Age of existing consumers

Existing consumer profession

Existing consumer income

Education level of existing consumers

Distribution of existing consumers

Consumer behavior of existing consumers:

Motivation for purchase

Time of purchase

Frequency of purchase

Number of purchases

Place of purchase

Existing consumer attitudes:

Degree of love for the product

Degree of preference for the brand

Awareness of the brand

The degree of purchase of the brand

Degree of satisfaction after use

Unmet need

3. Potential consumers.

Characteristics of potential consumers:

Total amount

age

Career

income

education level

Potential consumer purchase behavior now:

Which brands of products are you buying now?

What is the attitude towards these products?

Is there a new purchase plan?

Is it possible to change the brand purchased by the project?

The potential consumer is attracted by the brand:

What is the attitude of potential consumers towards the brand?

How satisfied is the demand of potential consumers?

4. Summary of consumer analysis.

Opportunities and threats

Advantages and disadvantages

important question

Potential consumers:

Opportunities and threats

Advantages and disadvantages

Main problem point

Target consumers:

Characteristics of target consumer groups

Common needs of target consumer groups

How to meet their needs?

Third, product analysis

1. Product characteristics analysis.

Product performance:

What are the performance of the product?

What is the most outstanding performance of the product?

What is the best performance of the product for consumer demand?

What properties of the product can not meet the needs of consumers?

Quality of products:

Is the product a high quality product?

How satisfied is the consumer's quality of the product?

Can the quality of the product continue to be maintained?

Is there any possibility that the quality of the product will continue to improve?

Product price:

What is the price of the product in the same category?

What is the degree of cooperation between the price of the product and the quality of the product?

What do consumers know about product prices?

Material of the product:

What is the main raw material of the product?

Is there anything special about the material in the product?

What do consumers know about the material of the product?

Production Process:

What kind of process does the product produce?

Is there anything special in the production process?

Do consumers like products produced through this process?

Product appearance and packaging:

Is the appearance and packaging of the product commensurate with the quality, price and image of the product?

Whether the product has defects in appearance and packaging

Is the appearance and packaging of the same product on the shelf conspicuous?

Is appearance and packaging attractive to consumers?

What is the consumer's evaluation of the product's appearance and packaging?

Comparison with similar products:

What are the advantages in performance? What are the shortcomings?

What are the advantages in price? What are the shortcomings?

What are the advantages in materials? What are the shortcomings?

What are the advantages in the process? What are the shortcomings?

What are the advantages of consumer perception and purchase? What are the shortcomings?

2. Product life cycle analysis.

The main symbol of the product life cycle

What kind of life cycle is the product in?

Enterprise awareness of product life cycle

3. Analysis of the brand image of the product.

The image of the company

Does the company consider the product image?

What is the image of the company designing for the product?

Is there any unreasonable image of the company's design for the product?

Does the company convey the product image to consumers?

Consumer perception of product image:

What do consumers think of the product image?

Does the image of consumer perception match the image set by the company?

What are the consumer expectations for the product image?

Does the product image have any problems in consumer perception?

4. Product positioning analysis.

Expected positioning of the product:

Does the company have an idea of ​​product positioning?

What is the company's vision for product positioning?

Is there any unreasonableness in the positioning of products?

Does the company position its products to consumers?

Consumer awareness of product positioning:

What is the product positioning that consumers think?

Is the positioning of consumer perception consistent with the positioning set by the company?

What are the consumer expectations for product positioning?

Is product positioning a problem with consumer perception?

Product positioning effect:

Has the product's positioning achieved the expected results?

Is product positioning difficult in marketing?

5. Summary of product analysis.

Product Features:

Opportunities and threats

Advantages and disadvantages

Main problem point

Product life cycle

Opportunities and threats

Advantages and disadvantages

Product image:

Opportunities and threats

Advantages and disadvantages

Main problem point

Product Positioning:

Opportunities and threats

Advantages and disadvantages

Main problem point

Product Positioning:

Opportunities and threats

Advantages and disadvantages

Main problem point

Analysis of the competition situation of enterprises and competitors

1. The position of the company in the competition.

market share

Consumer awareness

Enterprise's own resources and goals

2. The competitors of the company.

Who are the main competitors?

Basic situation of competitors

Advantages and disadvantages of competitors

Competitor strategy

3. Comparison between enterprises and competitors.

Opportunities and threats

Advantages and disadvantages

Main problem point

V. Advertising analysis of enterprises and competitors

1. An overview of past advertising campaigns by companies and competitors.

Time of development

Purpose of development

Input cost

main content

2. Target market strategies for advertising by companies and competitors.

What kind of target market does the advertising campaign target?

What are the characteristics of the target market?

What is reasonable?

What is unreasonable?

3. Product positioning strategies for companies and competitors.

4. The past advertising appeal strategies of enterprises and competitors.

Who is the subject of the appeal?

How to focus on the appeal

How to appeal

5. Previous advertising performance strategies of companies and competitors.

What is the rationality of the advertising theme? What is unreasonable?

What are the creative ideas and what are the advantages? What are the shortcomings?

6. Advertising media strategies of companies and competitors in the past.

What is the rationality of the media combination? What is unreasonable?

What is the frequency of advertising and what are the advantages? What are the shortcomings?

7, advertising effects.

What is the effect of advertising on consumer perception?

What is the effect of advertising on changing consumer attitudes?

What is the effect of advertising on consumer behavior?

What is the effect of advertising on direct sales?

What is the effect of advertising in other ways?

What is the effectiveness of advertising investment?

8. Summary.

Advantages of competitors in advertising

The advantages of the company itself in advertising

What the company should continue to maintain in previous advertisements

The disadvantages of previous advertising in enterprises

Part II: Advertising Strategy

First, the goal of advertising

1. The goals set by the company.

2. Goals that can be achieved according to market conditions.

3. The expression of the advertising target.

Second, the target market strategy

1. Analysis and evaluation of the original market view of the enterprise.

The market that the company originally faced:

Market characteristics

Market size

Evaluation of the original market view of the enterprise:

Opportunities and threats

Advantages and disadvantages

Main problem point

The need to re-take strategic decision-making in the target market

2. Market segmentation.

Market segmentation criteria:

Characteristics of each market segment:

Evaluation of each market segment:

The most valuable segment of the business:

3. The target market strategy of the company.

The basis for the target market selection:

Target market selection strategy:

Third, product positioning strategy

1. Analysis and evaluation of the company's previous positioning strategy.

Previous product positioning of the company:

Positioning effect:

Evaluation of past positioning:

2. Product positioning strategy.

The need for new product positioning:

From the perspective of consumer demand

From the perspective of product competition

From the perspective of marketing effectiveness

Description of product positioning:

The basis and advantages of the new positioning:

Fourth, advertising appeal strategy

1. The object of advertising.

The expression of the object of appeal:

Characteristics and needs of the object of appeal:

2, the focus of advertising appeals.

Analysis of the needs of the claimant:

Analysis of all advertising information:

The expression of the focus of advertising appeals:

3. The strategy of appealing methods.

Expression of appeal method

The basis of the claim method:

Fifth, advertising performance strategy

1. Advertising theme strategy.

The expression of the advertising theme:

The basis for the advertising theme:

2. Advertising creative strategy.

The core content of advertising creativity:

Description of the advertising idea:

3. Other content of advertising performance.

The style of advertising performance:

Advertising performance of various media:

Material of advertising performance:

Sixth, advertising media strategy

1. The overall expression of the media strategy:

2. The geographical area of ​​the media:

3. Type of media:

4. Choice of media:

Basis for media selection

Main medium of choice

Selected media introduction

5. Media combination strategy:

6, advertising timing strategy:

7, advertising frequency strategy:

Part III: Advertising Project

First, advertising goals

Second, advertising time

At the start time of each target market

End time of the campaign

Duration of the campaign

Third, the target market for advertising

Fourth, the object of advertising appeal

Fifth, the appeal of advertising

Sixth, advertising performance

1. The theme of the advertisement:

2. The idea of ​​advertising:

3. Advertising performance of various media:

Graphic design

Copywriting

TV commercial sub-shot script

4. Specifications of various media advertisements:

5. Requirements for the production of various media advertisements:

Seven, advertising release plan

1. Media for advertising:

2. Advertising specifications for each medium:

3. Advertising media release schedule:

Eight, other activities plan

1. Promotional plan:

2. Public relations activity plan:

3. Other activity plans:

Nine, advertising expense budget

1. Planning and creative expenses for advertising:

2, advertising design costs:

3. Advertising production costs:

4. Advertising media fees:

5. Costs for other activities:

6. Mobility costs:

7. Total cost:

Fourth Division: Performance Prediction and Monitoring of Advertising Campaigns

First, the prediction of advertising effectiveness

1. Advertising theme test:

2, advertising creative test:

3. Advertising copy test:

4, advertising works test:

Second, the monitoring of advertising effectiveness

1. Monitoring of advertising media release:

2, the determination of advertising effectiveness:

appendix:

In the appendix to the curated text, it should include the applicative text of the market survey for ad planning and other information that needs to be provided to the advertiser.

1. Market survey questionnaire.

2. Market research interview outline.

3. Market research report.